Watson's China: Watson's Thirst For Loyalty

Watson's Water, a producer and distributor of bottled water, increased brand loyalty in China with a customer relationship management (CRM) programme, which used QR codes on bottles to encourage the collection of reward points and repeat purchase.

Agency: Wunderman Guangzhou, China

Summary

The Challenge:

Bottled water is the most generic of all categories. How could Watson's Water create repeat purchase and loyalty and deliver a way to engage consumers in a category with hundreds of competitors?

The Solution:

We built an entire CRM redemption system from the ground up, using QR codes printed on Watson's Water products for collection & redemption of points, encouraging consumers to participate in future promotions and repeat purchase of Watson's products.

This included both front end consumer-facing communications as well as a back end management tool.

We called it the Watson's Ice...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands